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Following Kevin Hart’s attempt at ‘Hartifying’ Yas Island, only to find out that it’s truly ‘Hart to Beat’, the storyline follows Hollywood sensation Jason Momoa who paddles his way to the island as the new Chief Island Officer (CIO). The campaign inspired fans to #LiveitUplikeMomoa, amplifying the CIO narrative with yet another fun-tastic series that generated a total of 1.1B in reach, 394M impressions and 357M views, and nothing short of class-A awesomeness.
Yas Island’s CIO campaign has undoubtedly reached millions and it has likewise created huge buzz since its launch. The challenge, however, is creating a lasting impact while maintaining the media’s appetite to capture more entertaining content. While the media have grown accustomed to the news, we had to find a way to maximize our reach while also tapping into other newsworthy angles and a wider range of outlets that would help amplify the campaign’s success. Ultimately, our end goal is to showcase the variety of leisure and entertainment offerings that fans can enjoy on the island.
The initial campaign video features Jason Momoa paddling his way to Yas Island, conveying that he has discovered his true calling. The video offers glimpses of his adventures on the island, leaving viewers with the intriguing message "Coming Soon" at the end.
The adventure unfolds with a series of five videos, each showcasing Momoa's escapades in different theme parks on Yas Island. What sets each video apart is its unique storyline. For example, in the video set at Yas Waterworld Yas Island, Abu Dhabi, the macho man Momoa engages in a humorous challenge with an elderly lady at the water park, adding an element of fun and rivalry to the narrative.
In another video set at Warner Bros. World™, Abu Dhabi, we see the Aquaman star donning Batman's iconic suit and playfully declaring himself as Batman to parkgoers. However, his claim is met with disbelief, leading to amusing moments of frustration that are sure to tickle viewers' funny bones.
Additionally, Momoa is featured at Ferrari World Yas Island, Abu Dhabi, where he fearlessly rides the adrenaline-pumping attractions but can't help but let out screams of excitement during the Ferrari rush experience, creating a mix of thrill and humor for the audience. The island is also home to Yas Marina Circuit, an iconic destination that the Chief Island Officer simply cannot afford to overlook. In the video, viewers witness the star engaging in a thrilling race on the circuit's tracks. The island offers more than just entertainment; it boasts top-notch dining destinations. After a day filled with epic fun, Momoa is shown at Yas Marina, savoring a delectable Arabian meal at one of the island's finest dining establishments.
All the videos share a common message: inviting viewers to come to Yas Island and experience it just like Momoa does, encouraging them to spread joy and excitement to everyone who watches these epic videos. The hashtag #LiveituplikeMamoa captures the spirit of the invitation.
Campaign results:
- 394M impressions, generating a 74% increase since the Kevin Hart campaign
- 357M online views, 3.4M likes, comments and shares, amassing a 240% increase
- Covered in the US, MENAT, GCC and Europe, in leading news, lifestyle, trade and industry titles such as Ads of the World, Pubity, Mashable, Blooloop, Arab Ad, GQ Middle East, Esquire ME, Campaign ME, Communicate ME, The National, Arab News, Arabian Business, Dubai Eye, Al Ittihad, Al Watan, etc.
- The campaign generated a total of 1.1B in reach and 1.2K local and international media clippings
Nomination Title: Yas Island Abu Dhabi- Chief Island Officer Campaign
